one day I’ll know what this is all about . . .

how stupid do they think we are?

I’ll tell you – the people who create some of our adverts obviously think we are very, very stupid indeed. I have just been listening to the incredibly irritating Anthony Worrall-Thompson telling us about low calorie mayonnaise (an oxymoron if ever there was one). He painstakingly explains that the ingredients in food are very important (no, really?) and then goes on to explain that that’s why the only thing they take out of this mayonnaise is the calories. How dumb are we supposed to be? Calories don’t exist as little entities of their own, they are a function of the other ingredients. Otherwise in this weight-obsessed world calories would just be taken out of all sorts of things leaving the product otherwise intact. If they don’t take anything else out, then the only other possibility is that they are adding low calorie fillers – does that not sound so appealing?